GUIDE: How To Design Lead Nurturing, Lead Scoring, and Drip Email Campaigns: Lead Nurturing, Lead Scoring, Drip Email Campaigns

In my previous article, How To Track Customer Acquisitions: Customer Lifecycle, Sales Funnel, and Content Strategy, I described how companies attract, engage, and convert customers, and how this process can be optimized and improved. In this guide, I will make an attempt to describe how SaaS/enterprise companies design lead nurturing campaigns and how lead scoring can help prioritize leads and improve conversions, as well as how lead nurturing strategy affects the creation of drip email campaigns. The primary goal of this article is to help you design or improve your current lead nurturing strategy. But the ultimate goal is to provide marketers and founders with some core principles on the topics of lead nurturing, and lead scoring. My intention isn’t to provide a cookie cutter solution, but instead to stimulate ideas and encourage a new way of thinking around these topics. If you’re reading this article and have things to add, or see that I’ve missed a crucial point, please leave a comment. Contributing to this guide will make it a more useful resource for everyone in the startup and marketing community. Content Table Summary / Advisories PART 1: Nurturing: Lead Nurturing and Customer Nurturing 1.1. What is nurturing?: lead nurturing, and customer nurturing? 1.2. Why is a nurturing strategy essential for growth? PART 2: Lead Scoring Strategy and Design 2.1. How a company’s growth stage impacts leads scoring 2.2. Why a prospect’s FIT and PAIN are at the core of any lead scoring strategy 2.3. How to design a lead scoring system 2.4. What is a target (or SDR-ready) score and how do you select one? 2.5. What are the factors that drive lead scoring? 2.6. Reaching an SDR-ready Score 2.7. Static vs. Predictive lead scoring 2.8. What are the biggest mistakes when it comes to lead scoring? PART 3: Drip Emails As A Primary Lead Nurturing Mechanism 3.1. What are the primary categories of drip email campaigns? 3.2. Segmentation can increase the effectiveness of your drip email campaigns Summary Acknowledgements Resources